How 4 Campuses Got The FIX – A Case Study By Student VillageIn Trends
With premium clothing making students’ top three major purchases, youth on campus were pleasantly surprised to find The Fix on campus, ready to kit them out in the hottest fashion. Knowing there’s no better time to engage students and give them the fix they need, than right now, this brand made sure to pull out their best material to help students enter the year in style. Let’s look at how The FIX wowed Gauteng students at Wits, TUKS, TUT and UJ campuses and left them wanting more!
- First Impressions
Imagine waking up to a kaleidoscope of colourful clothes hanging on a popping backdrop for you to pick your favourite outfit from. Then add the chance to win a make-over for your entire squad worth a substantive amount – wouldn’t that be awesome? The FIX did just that and more for unsuspecting students, using campus radio, promoters and social media to drive students to the activation stand.
“As a first-year student, it’s my first time having to wear my own clothes on campus every day and attending The FIX activation was a real treat. My friends and I heard about the competition on campus radio and got more than we bargained for. We tried some really cool outfits and got ideas for the current trends wearable, on a budget.” – Nokukhanya Nkosi, Wits University, Bachelor of Arts, 1st Year.
THE BIG FIX: Perfect timing! By bringing students the ultimate campus fashion take-over experience in the beginning of the year, ‘The FIX’ is sure to be pinned at the top of their clothing stores list in the months to come. Better yet, The FIX has set expectations high for brands that have yet to come to campus.
- Staying True
With a brand-Me generation calling the shots on which brands get the go-ahead, there’s tough scrutiny for trying too hard or too little to impress the youth market. Up for the challenge, The FIX wanted to raise brand awareness and showcase their range of clothing in a fun, interactive and experiential way. The brand brought students budget friendly fashion finds, showing students exactly what’s on offer and giving them free reign to share their thoughts and experience right then and there.
This exercise proved that innovating on campus doesn’t require complex tactics and that sometimes being straightforward is all the risk you need to take. Students expect authentic brand interactions and want to be able to choose the brands that fit into their world.
“When the FIX came to campus, we were so impressed with the clothes and wanted to find out where to get them. We were only used to seeing them online but now we know where to find them. I was shocked at how awesome the items looked up close too.” – Catherine Ngobese, TUT, Musical Theatre, Second Year.
THE BIG FIX: Keeping it real! By having actual samples of their clothing on campus, the Fix got rave reviews all over social media. This increased their following dramatically, leading them to reach a much broader youth audience thanks to the hype created by real interactions on campus.
- Meaningful Engagement
The FIX paid close attention to quality engagement, not fixated on trending with their brand as the hero, but rather creating a platform for students to come alive with the help of their offering. The FIX set their sights on two hashtags for social conversations: #FixMySquad and #RecordMySquad!
Students who wanted to win a makeover for them and their friends engaged with #FixMySquad while or #RecordMySquad became a hashtag for those who wanted to share recordings of their dance-crew for a chance to WIN. Adding a CSI element to the campaign, students were also able to engage with a third hashtag- #FixMyCommunity, getting the brand really close to students’ hearts as a brand that gives back. Students loved that the brand was inclusive, enabling to choose an interaction they were most comfortable with. While using multiple campaign hashtags is an unconventional approach, it was still measurable and allowed The FIX to share various ways for students to connect with them.
THE BIG FIX: Quality conversation! By clearly defining that they wanted to connect with students in a way that spoke to them as individuals, The FIX engaged a two-way conversation with students. When trying to raise brand-awareness, it’s not enough to trend and have as many people as possible retweeting your brand’s messaging. The proof of your success is in the youth’s feedback!
While students are spending more than the average South African, getting them in store continues to leave marketers scrambling for their next big idea. If you need the youth experts to give your brand a campus friendly fix, call Student Village on 011 885 3918 or email firstname.lastname@example.org!